Data Analyst, Marketing Insights

? Develop, optimize, and implement metrics-based dashboards to monitor full marketing funnel engagement.
? Measure effectiveness across client journeys.
? Review, adjust, and optimize metrics based on feedback from marketing and BU.
? leadership all while measuring and mapping year-over-year pacing and progress against goals.
? Provides strategic insights derived from marketing and sales data that drive investment and client experience decisions, and communicates insights to marketing strategists, market research & insights analysts, and channel strategists.
? Ability to analyze complex data into digestible and actionable graphs, charts, presentations, etc.
? Contribute to the development and optimization methodologies to measure the effectiveness of campaigns across multiple channels.
Practice Development
? Contribute to the development of a data-driven culture within SVB Marketing
? Contribute to the development of new analytics capabilities and frameworks.
Execution - 70%
? Contribute to the design of performance tracking dashboards, identifying insights and opportunities for improvement.
? Advise Integrated Marketing Strategists on KPIs that align with/ SVB s KPI framework.
? Collaborates with Marketing Research & Insights, Integrated Marketing Strategy, and other Performance Marketing teams to align metrics across campaigns/initiatives.
? Gather and propose data-driven recommendations and strategies to optimize marketing efforts.
? Build reports and provide strategic insights derived from marketing and sales data that drive investment and client experience decisions, and communicate insights to marketing strategists, market research & insights analysts, and channel strategists.
? Gathers analytics requirements by initiative/project and analyzes the data. Determine analytics gaps where applicable.
? Collaborate with data engineers, channel marketing specialists, and agency partners to understand and provide feedback on the interpretation of analysis into insights.
? Drive the internal reporting of specific campaign/initiative performance across business segments.
Measurement/Optimization (Continuous Improvement) - 20%
? Deliver recommendations for optimization to creative/targeting to help reach KPIs.
? Provide analytical support for campaign strategy development, campaign test and measurement design, and post-campaign analysis.
? Contribute to the development and optimization methodologies to measure the effectiveness of campaigns across multiple channels.
? Collaborate with other marketing analytics team members on potential modeling/attribution needs to understand campaign/channel effectiveness.
Decisions
? Should be comfortable recommending key decisions; Majority of decisions will need to be approved by Sr. Manager, Marketing Analytics
Recommendations
? Recommend optimizations to ongoing multichannel analytics strategies and processes.
Knowledge
? Demonstrated analytical background and deep experience with advanced marketing analytics, return on investment/financial modeling, media-mix models, MTA, and other analyses.
? Demonstrate high proficiency across a wide range of technologies related to the storage, transfer, integration, data visualization, data warehousing, and analysis of large and complex data sets.
? Knowledge of advanced methods such as artificial intelligence and machine learning related to marketing is preferable.
Skills
? Strong analytical skills a must with emphasis on ROI/attribution analysis and funnel optimization
? Ability to translate quantitative data into actionable recommendations.
? Experience with data visualization tools such as Excel, Tableau, Power BI, etc.
? Ability to track, measure, and report on results of various marketing functions to determine ROI.
? Data-driven orientation and the ability to leverage data strategically to link back to the higher-level business objective.
? Impeccable attention to detail and strong ability to convert complex data into insights and action plans.
? Must have prior experience with these tools: Google Analytics/Adobe Analytics, Oracle database.
? Nice to have prior experience with these tools: MAP (Marketo), A/B testing tool (Optimizely), CRM (Dynamics 365/SFDC)
? Being able to work in an Agile setup is preferable.
Competencies
? Works well with technical and management teams
? Highly developed analytical, problem-solving, and consulting skills
? Highly autonomous and productive in performing activities, requiring only minimal direction from or interaction with the supervisor.
? Analytical reasoning abilities, intellectual curiosity, investigative mindset, strong business acumen, and creativity in problem-solving.
? Ability to be agile & nimble to changing business conditions, strong collaboration, and teamwork across different functional groups to contribute to a productive work culture. Lead strategically and create trust and respect within the department.
? Highly motivated with the ability to thrive in a fluid and demanding environment.
Required Education and Experience
? 6+ years of experience in marketing data analytics with a strong focus on building data architectures and analytics to measure marketing influence on revenue.
? 5+ years SQL
? 4+ years of experience with Google Analytics.
? BS, BA, or equivalent in Math, Computer Science, or related fields required, MBA or MS in Statistics, Math, or related fields a plus.